PPAF – Roshan Raahein
Radio & Print Campaign for GRASP Project
Project Summary
In the underserved regions of Sindh and Balochistan, where small businesses face barriers to finance, visibility, and support, Digital Time Communications (DTC) launched the “Roshan Raahein” campaign under the EU-funded GRASP initiative by PPAF. This strategic media effort combined the reach of radio with the credibility of print to promote rural enterprise development, financial literacy, and innovation. With 8 radio episodes aired on FM 101 and MW stations and 6 powerful articles published in leading newspapers, the campaign spotlighted real stories of resilience—from women entrepreneurs to youth-led startups—and connected them to national policy conversations.
More than just awareness, Roshan Raahein sparked inspiration. Through expert insights, grassroots storytelling, and dual-language delivery, the campaign amplified voices from the margins and positioned rural SMEs as key drivers of inclusive growth. It bridged communication gaps between communities and institutions, reinforced PPAF’s commitment to SDGs, and demonstrated how media can turn local transformation into national momentum.
Client/Partner Information
| Client | Pakistan Poverty Alleviation Fund (PPAF) |
| Project | GRASP – Growth for Rural Advancement and Sustainable Progress |
| Donor | European Union |
| Implementation | ITC, PPAF, FAO, SMEDA |
| Target Regions | Sindh & Balochistan |
| Duration | 2023 |
Project Objectives
- Promote entrepreneurship and SME growth in rural areas
- Enhance financial literacy and access to finance
- Raise awareness on inclusive, climate-smart enterprise development
- Increase visibility of PPAF’s contribution to SDGs and rural prosperity
Scope of Work & Strategy
- Aired 8 radio episodes across FM 101 & MW stations
- Published 6 thematic articles in top Urdu and English newspapers
- Used a multi-format radio model: intro, expert interviews, impact stories, and educational segments
- Dual-language strategy: analytical articles in English, human-interest storytelling in Urdu
- Delivered full monitoring framework: tear sheets, audio logs, transmission proofs
- Coordinated tightly with PPAF for content approvals and donor alignment
Engagement Channels
- FM 101 & MW Channels (Prime Time: 5–6 PM, Mon/Wed/Fri)
- The News, Business Recorder, Daily Azadi, Nawa-i-Waqt, The Nation
- Social Media Amplification via DTC & PPAF handles
- Bilingual Content: English & Urdu editions for broad audience engagement
Impact & Reach
- Reached hundreds of thousands via FM & MW broadcasts
- Extended reach through newspaper readership and website views
- Strengthened public awareness on inclusive rural development
- Shared real stories of women, youth, and PWD-led enterprises
- Positioned PPAF and GRASP as national champions of rural enterprise and SDG acceleration
Key Themes & Topics
- Empowering SMEs for Economic Growth
- Financial Literacy & Business Planning
- Market Linkages & Innovation
- Institution Building & Financial Inclusion
- Climate-Smart Enterprise Development
- Inclusion of Women, Youth & Persons with Disabilities
Key Outcomes
- Advanced national dialogue on rural entrepreneurship
- Catalyzed local narratives on financial inclusion and sustainability
- Connected grassroots voices to policy platforms
- Elevated underrepresented communities through storytelling
Geographic Locations
- Islamabad HQ
- Sindh: Karachi, Khairpur, Mithi, Hyderabad, Benazirabad, Sanghar, Tando Allahyar, Matiari, Mirpurkhas
- Balochistan: Quetta, Nushki, Kharan, Loralai, Zhob, Khuzdar, Turbat, Panjgur, Sibi, Kech
Conclusion & Way Forward
The Roshan Raahein campaign proved that radio and print remain powerful tools in amplifying community-led transformation.By combining technical narratives with real voices, DTC enabled PPAF’s GRASP program to resonate with both policymakers and rural citizens. Future campaigns will build on this integrated media model to further expand rural enterprise visibility.
Call To Action
Want to bring your development impact to life through powerful storytelling?
Partner with DTC for radio, print, and digital campaigns that deliver results.
Email us: partnerships@digitaltimecommunications.com